Brands, breakthroughs and bias: Here's why you've heard so much about Sony recently

If it feels like we've been writing a lot about Sony recently, you haven't been imagining things: we've been writing about its products and technologies quite a bit. But there's a good reason for that – the company has simply given us a lot to write about.

A period of intense, sustained activity, set against a backdrop of relative inactivity from its competitors has seen Sony receive probably more coverage than any other brand.

Ever since it bought Konica Minolta's camera business, Sony has been trying to find a foothold in a market sector that's historically been dominated by two camera makers. Its first attempts were to crowd-out the shelves with 'me-too' SLRs. Actually, that's not quite fair, the a350 was pretty innovative, in its own way. But despite offering lots of models often at low prices, this didn't yield the desired results.

Sony's attempts at innovation don't start with the RX and a7 cameras, but the relentless pace of its updates are a relatively recent trend.

But Sony's more recent moves, particularly the embrace of full-frame mirrorless and 1" sensor compacts, along with numerous additional features arriving in the realms of video, sensor technology and autofocus, have included some significant steps forward for the industry. And ones that are relevant for a broad range of photographers.

This has left us with a lot of technology and features to write about. Sometimes this comes in the form of a standalone tech article, other times in the reviews themselves, as we try to explain the real-world benefits and shortcomings we've encountered while using them.

Of course we've seen this before: periods of innovation from various manufacturers as the industry grows and changes. The introduction of the first mirrorless camera by Panasonic, for example, or its subsequent improvements in video (we often joke that the launch of a GH series camera means we all have to learn more about film-making). Fujifilm was the first to offer on-sensor phase detection and, while divisive, its X-Trans color filter array and DR Modes have given us plenty to talk about.

Mirrorless cameras, as pioneered by Panasonic and Olympus have been the area with most innovation in recent years. Again, this has meant we've written about them a lot, as the technology has improved.

What's unique, though, is the continued drive, this sustained flood of products and of new technologies that Sony has recently been responsible for. And, more starkly, this has come at a time when the industry's largest two companies have been comparatively quiet. Over the past four years, Sony has released around 60% more new high end (>$1000) models than any of its rivals.

This has come at a time when the industry's largest two companies have been comparatively quiet

This has meant that we write a lot about Sony right now. Not because it's Sony, specifically, but because they're the company doing so much of the running at the moment. And of course, our coverage isn't always positive. Our job is to cover technology and innovations regardless of how well they perform, so in addition to being impressed by the capabilities of DRAM-backed Stacked CMOS sensors, we've also written about banding, striping, and work that still needs to be done on the menu systems.

Sony isn't the only brand innovating, of course. We continue to be impressed by Canon's Dual Pixel AF design, particularly in terms of the benefits it brings for video shooting, and Nikon launched the D850, arguably the best DSLR the world has seen. But neither brand is delivering the constant innovation that currently sets Sony apart right now.

This is to be expected: the dominant players in the industry will be keen not to change an apparently winning formula, while the insurgent newcomer needs to offer something suitably different to entice people away from the tried and tested 'safe' choice.

Canon didn't achieve its market dominance by chance. Cameras such as the EOS 5D and EOS 300D/Digital Rebel offered something none of its rivals did.

Looking back, we've been here before. Canon didn't achieve its recent market dominance solely by chance: a combination of investment in CMOS technology and aggressive pricing of its mass-market DSLRs played a big role. This combination gave it several years in which its cameras had a distinct edge over most rivals.

Similarly, Nikon made great strides forward around the time of the D3 and D300. These two cameras brought hugely improved autofocus as well as a move to CMOS sensors which greatly increased low light performance (and dynamic range, in subsequent iterations).

The long-expected thinning-out of the camera industry hasn't yet happened: there are still plenty of players in the market. The thing that's changed is that they're all competing for a slice of a much smaller pie than they were, just a few years ago. This is likely to mean more brands trying the aggressive, fast-iteration, constant innovation approach that Sony (and, to a lesser degree, Fujifilm) is taking. It's also unlikely that Sony can continue at this rate indefinitely: there's every chance that its strategy is to capitalize on being first mover by staking out as much territory as it can before everyone else responds.

Manufacturers are all competing for a slice of a much smaller pie

As the remaining camera brands fight for recognition and search for tech and features to distinguish themselves, we should have plenty more to write about. Especially if, as all the rumors suggest, Canon, Nikon or both end up introducing high-end mirrorless cameras in the next twelve months. After all, despite being well-entrenched in the DSLR market, they'll both be relative newcomers to serious mirrorless, so may feel the need to be more innovative than we've seen in a while.

Busy times, then. And we will cover these with the same vigor and enthusiasm we try to show for every innovative launch. Regardless of which name is on the front of the product.

Comments

Sony drives a hard bargain. On the one hand their prime lens lineup is pitiful at best. On the other, I will no longer buy a camera which does not have in body stabilization or evf, and Sony basically has no competition there. I just wish they overhauled their navigation. Today it’s not as bad as in the days of NEX7, but compared to Canon/Nikon/Oly it’s a steaming pile of spaghetti.

What is pitiful about Sonys prime lineup? Most of them are very good, and many of the most common ones are far ahead of their canikon counterpart. Mostly because canikon didn't bother to upgrade the most used standard primes, like 50 1.4/1.8 ; 85 1.4/1.8 etc

Wrong. Sony’s prime lens range is quite impressive. Sony has been working with Zeiss for very long. Zeiss makes the af lenses only for Sony. And in some cases sony’s own lenses are just as good as Zeiss if not better. 90mm macro, 85mm f/1.8 etc. I think you only mean the gap with few missing tele lenses. Which that gap is closing already. Large number of lenses canon or Nikon has produced in the past are no longer usable with new technology, high pixel cameras. 5dsr by canon will not benefit from thousands of low resolution lenses. So new cameras demand new lenses. Sony’s lens range covers the needs of most people. Few lenses missing can be temporarily covered by sigma or canon lenses with good adapters for the moment.

Uninformed and inaccurate is the best description of the poster who won't even use a real name. After 35 years I switched from Canon to Sony and have zero regrets. Yes Canon has some great lenses and yes I use many Canon primes on my Sony. However, the offerings from Sony, Zeiss and Voigtlander cover all my needs and more. The biggest problem in Sony land is the constant arrival of interesting new lenses from Sigma, Voigtlander, Laowa and others. Then the is the hidden secret that there are literally hundreds of great classic lenses that I can attach to my a7r2. the real proof of the inaccuracy of the OP is the fact that i have more lenses today than i ever did when I owned my Canon. Maybe, you should wake up and see Sony's move as good news for Canikon shooters as well.

What's the problem with their primes? 55/F1.8 is great, 85/F1.8 also great, macro 90/f2.8 is great, 100/f2.8 STF is great, 135/f2.8 is great. What leaves a little to be desired is the <50mm and the long telephoto category. 35/1.4 is fine, but canon 35/1.4LII is better. 35/1.8 is missing - I find this to be the last serious vacancy. So why do you find this lineup pitiful?

Anyone who says Sony's lineup of primes is not good is out of touch with reality.They are some of the best lenses on the planet and they have also been able to produce G and G Master lenses that better some legendary primes such as the Zeiss Batis, Loxia others. No mfg in the history of photography brought out as many lenses in such a short time not to mention at the level of excellence as Sony has. Anyone who thinks different flat has a bias against Sony and does not know what they are talking about. That says nothing about their groundbreaking A7rII/III and A9 bodies and much more. A lot of people just don't like a brand they have not adopted it is human nature for negative people to react this way and bash success by others.

I basically need 2 lenses that do not exist in Sony’s prime lineup: a compact, inexpensive 35mm f/2 that focuses closer than their 2.8 (which is limiting in that regard), and a compact, inexpensive 50mm f/1.8 that has a non-embarrassing AF system.

The fact that these two staple lenses are not in the Sony lineup severely undermines it.

@photogeekThe 50mm 1.8 works very well on the new Sony bodies, and if you want an even better small lens there is of course the "legendary" 55 1.8.

If you want to go faster there is the excellent Zony 50mm 1.4, the cheap Samyang 50mm 1.4 with AF and the Sigma Art 50mm 1.4. And if you want to get closer there is the Sony 50mm F2.8 1:1 macro

So if any focal length in the Sony system is covered it is 50mm. But I agree on the 35 one. There are two 35mm F2.8 with AF and three 35mm F1.4 with AF, but there is no middle option like an 35mm F1.8. But that is rumored to come out soon.

Sony’s 50mm is a dog, every single review points out just how bad its AF is. 55mm is an odd focal length. 50mm f/1.4 inexplicably weighs a ton and costs an arm and a leg. I don’t want Samyang. I want Sony to take staple prime lenses seriously.

the 50 1.4 ZA is one of the best lenses on the planet and why it cost so much and it is worth the weight if you are after spectacular images and using a 42MP body. 55mm may be odd to you but maybe you are the odd one, there are an awful lot of photographers who love that lens it is about as good as it gets. Stop your whining or buy a Sigma or something else or wait until Sony brings out a 50 like their 85 1.8 but I think they have other lenses in front of that one since it is so well covered now. After their 24 1.4, 135 1.8 and 200-600GM I suspect you will see some lesser prices lenses like the 85 1.8 surface. Personally I am glad they went top of the line first and anyone who is compaining about lens availablilty on a Sony e-mount right now just likes to find things to complain about IMO.

It is not Sony's fault that the majority of the camera brands, Pentax/Canon/Olympus/Panasonic, can or do not want to release anything worth talking about.

What should we talk about Canon EOS M50? Another sad excuse for a new E-M5 or E-M10? How about a "low light camera" (GH5s) of a video camera that does not achieve high levels of low light and has even less resolution? K50? Yeah no guys.

The ones truly doing innovative stuff are Nikon, Fuji and Sony. Tough luck you chose to invest in MFT or Canon for example. But don't worry a new MFT 16Mp camera is right around the corner and another half baked mirrorless from Canon as well.

Instead of demanding upgrades from your chosen brands things like "Who needs higher resolution? 16mp was a lot in 2003" are popping up everywhere.

@LensMirrored19 "D850 : what's new ?? Better DR and ISO?"Take a look at the DPR Studio Scene and you'll find that the D850 has better image quality than *any* current Sony. It's a fact you can see with your own eyes. Nikon knows their stuff and outshines Sony in image quality. DPR is so preoccupied with "innovation" that they overlook the fundamentals. They pretty much excused the weird image striping on the A73 as just the price of "innovation".

@Yake Well I'm glad the D850 has better IQ cause that's probably where it ends. No seriously the D850 is great for a DSLR. Nothing beats it, but if you want mirrorless then your counterpart would be the a7riii. Is the IQ really that much worse?

Oh, yah, totally. Buttons and grips. It's not like they are the company that pretty much produces sensors for everyone, from mobile phones to DSLRs and professional video equipment. And it's not like they are the only ones pushing the full frame mirrorless market forward. Right?

Seriously, I'm not a Sony shooter. I don't really enjoy some choices they make and prefer equipment from other brands. But hey, those other brands have Sony sensors inside, so... Denying the fact they are one of the most important companies in the whole imaging industry is just silly and only serves to show one's irrational hate.

For the other things, I agree, Sony is running ahead of the pack. Currently I shoot Canon, but had Samsung and Sony Systems (Nex-5, great camera), but man, that A7III is tasty.

As I try to find a compact FF camera there is really only one option, Sony. As a consumer I expected to have more choices at this point in time, but we gotta give Sony credit: they tried something different.

@Fly18, you can't just ignore valid arguments presented by others, dismiss them on a basis that not everyone uses the features and go name-calling to prove your point. That's demagogy. If you disagree, provide actual counter-arguments or admit your inability to hold any civil discussion.

PS: Also, try liking your own comments a bit later after posting them. That way it might actually look like it wasn't you.

@MikeRanSo you're one of those f00ls who bought the A9's. If only waited for the A7II!It seems to me you're just trying to justify paying a LOT off cash for a camera that Sony already created a better one that cost less than a half (A7III).

i wish they would have just stuck to making sensors for other companies. but i guess those billions just weren't enough. all the hype revolving around Sony is reminiscent of apple and the iPhone. except one HUGE detail. apple products WERE (before all the BS) intended to easily slide into the pockets of the masses due to ease of use, ergonomics, ect. Powerful combo when done correctly. will someone pppppppppPlease inform sony that user friendly ergo/button pacement/ ease of use are completely removed from their formula. Here's a small black brick with million buttons. its extremely uncomfortable to use, and lots of really useful things that are impossible to get to are all hidden inside our wonderful menu system. GO!

It's interesting to see how far they've come. All of their products predating the introduction of the NEX line, was just abjectly horrible. All of those Cybershots P&S models really were an embarassment to the Sony brand.

Yes and no... some of those activities led to the technologies today.The SLT technology was a precursor. They had SLRs with light reaching the main sensor well before mirrorless. They had PDAF with live view on their SLRs almost 10 years ago (via a different technology). But they finally got an undeniable combination of the right technologies in the right products.

Meanwhile the traditional camera guys were making their traditional cameras, and frankly, they’re in trouble and playing catch up... not catch up in sales. Catch up in technology.

I think you are right, Panno. For me it was a natural decision to pick Sony after Nikon V1, since I started immediately with mirrorless as my first camera system 5 years ago. 5 years ago I decided that mirrorless is the future of camera systems. On the other hand, a friend of mine after 10 years with Canon, he wanted to upgrade from 7D to a FF Canon, he was on the point of buying a Canon 5D mark III, when he saw my Sony A9. He gave it a quick try, and he gave back after an hour that "no thank you"; BUT, a month later I saw a spanking new A7RIII in his hands, and he explained that, he spent a number of hours in a showroom, and he simply fell in love with the A7RIII. It was very expensive vs a used Canon 5DIII, but he looked very happy.

Sorry, I'll spell it out - its not that simple to the various manufacturers because they want to win on behalf of themselves (as well as for us - if you want to be generous). Which is what I presume you meant from your first post....?

I am basically agreeing with your first post here - apart from the implication that Sony is the winner....

@Kamox,More loosely, "he who excuses himself, accuses himself"For all I can see SONY is conducting an aggressive market campaign using a site that was created to conduct impartial tests on photo products. First by buying & thus eliminating competitors, keeping their names alive but with lame progress, and now wining & dining DPR testers. Even our Criss & Jordan have jumped on the wagon. Didn't he reviewed this RX10-IV eight months ago in Calgary Dinosaur Park?** Yes, but now we needed a second review coming from California. These are infomercials. not reviews. Amazon must have a full warehouse of unsold Sony products.**Funny, one can no longer find those You Tube reviews from the Camera Store.

Well, in all fairness, DP will be writing about the new Nikon and Canon mirrorless cameras when they are released or when there is a press release. I'm thinking Canon will be first, according to rumors I've heard. I've said it before, if Nikon (or to a lesser extent Canon) doesn't match or exceed the new Sony A7iii in every respect, Nikon should just stick to high end DSLR's until no one wants them anymore. I have zero confidence in Nikon right now. They can announce anything they want at Photokina. But if they wait until March of 2019, again a rumor, to release a full frame camera?? They will lose out to Canon and Sony..like they are now.

@AZheaven,I agree with you, and Nikon lost a LOT of customers credibility when they let us all waiting for the series that NEVER was: The DL cameras. So great on paper and promo. I own two SONY cameras and, yes, they are great, yes. But too much of this SONY talks & re-reviews really, do we need them?

@FuhTengIf there are trolls or offensive commenters, DPR should just ban them.Credibility is built upon track record, not articles like this.I don't see a "Sony issue" in DPR, but reading this piece makes me think: "Why are you writing this? Do you have something to excuse for?"

@MannyZero I'm on the Sony A7iii Facebook page (to learn). The amount of Nikon AND Canon people switching?? HUGE amounts of folks are jumping the Nikon and Canon ship. But at least Canon folk can use their excellent L lenses on Sony with the MC-11 adaptor.

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